Shanghai (ZXZC)- BYD unveiled earlier this week the name of its fire new high-end auto brand, Yangwang, which is translated as "looking up".

The company said "Yangwang" is not only a posture that reflects human beings' instinct to be curious and thirsty for knowledges, but also embodies the spirits of courage, fearlessness, and exploration. 

BYD noted it will build Yangwang into a high-end auto brand with disruptive technologies and products. The new brand will enjoy BYD’s full-fledged industrial chain deployment, cutting-edge technologies, and its latest innovative design ideas, aiming to boost the development of new energy vehicles to a higher level regarding both safety and performance.

Photo credit: BYD

According to the corporate information inquiry platform Tianyancha, Shenzhen Yangwang Automobile Sales Co., Ltd. was incorporated on Nov. 7 as a wholly-owned subsidiary of BYD Auto Industry Company Limited. It features a line of businesses including sales of new energy vehicles, PHEV-dedicated engines, charging piles, etc.

The new company's establishment is regarded as part of preparations to launch and operate the Yangwang brand.

BYD did not disclose any further details about the premium brand in the statement published this week. Nevertheless, local media outlets revealed earlier this year that BYD's high-end brand was expected to be launched at the end of this year with the first rugged-looking off-roader, which may be priced above 1 million yuan, to be unveiled at the same time. Targeting new energy luxury vehicles, the new brand will have an independent sales and service network.